LMAO
I checked out his site, he describes each cup like the copa cabana of fruit stands, I see he's gone to college in the literary world, but like most "formal" education, it's transparent. His objective is to draw upon the mental components "note I didn't use a fancy word" in the wording itself to make your tastebuds swell, and not really much more. I know his field, and at first, thought we had a true conissiour "probably spelled wrong, no MBA here" but after browsing his description, now see it as the rantings of a madman if he were to truely put his descriptions up against the masters. Indeed, there is a largely non public view of espresso, but the descriptions are just not, nor ever will even reach the level he's describing, well...not without alot of funky flavorings.....going that route would defeat the cupping in the first place if that was the case...yet again, more holes..
Anyway, I was grinning after browsing upon a few of his gigs, but I do have to hand it to him, he's put in alot of effort to make a coffee conisiour portal, and indeed, eventually it will be a must have on the web, he'll even have many, many competitor web sites, but,.... people STILL think starbucks is the place to go, and to be honest,....in many cases, they are doing better then many current operations .. well, not any of the ones my clients run, but just as a national average. When the market reaches the point of needing a cupping review, they'll ask for it, until then, we'll let the crazy's play around with it knowing it's not going to make any kind of a difference.
I'd be interested to know, is he making any money off of the industry??? If your friends are looking for some hard core guru's let me know, I'll point you the right direction, there is nothing like getting to the bottom line for anything.
